Wellness Tourism in India

Spas and other rejuvenating centres become popular as people with sedentary lifestyles are forced to spend on physical and mental well being. This creates opportunity in many sectors

The concept of travel for wellness is not new. It has been a centuries-old ritual. Take for instance, Greek pilgrims travelling to meet healing gods in 300 BC, or people travelling to the Himalayas for yoga and spiritual healing purposes were probably one of the first among wellness seekers. Today, holistic healing may be just a phone call away, but people are certainly catching on to the benefits, both physical and mental, that such visits can bring.

India is the destination
As per the latest report by global hospitality consultant HVS, India was ranked in the top 20 list of top spa countries worldwide, with 2,359 operational spas. The industry is estimated to have generated around $384 million annually and employs about 22,175 people. Jaideep Anand, general manager, Ista Hotel, Hyderabad explains, "India is associated with its rich culture and tradition of wellness therapies and spiritual practices. It is therefore only natural for globetrotters to see our country as a leading destination for spa and rejuvenation."

Spa and holidays
Combining the benefits of a spa visit with a holiday, either at home or overseas, has become increasingly popular recently, so have holidays that provide health and wellbeing benefits. This has opened up new opportunities for many tour operators and service providers.

"This type of tourism is booming all over the world as an increasing number of people are made to subscribe to sedentary lifestyles. This invariably creates mental tension, physical strain and also has a large base of consumers willing to spend on themselves. And so people across the globe are seeking outlets to relieve pent up pressure, creating various business opportunities in the wellness industry," says N. Venkat, managing director and chief operating officer, Birla Wellness.

He adds that around 30 per cent of income in the tourism industry comes from ayurvedic, natural, and resort-based spa rejuvenating centres. According to ASSOCHAM, the Indian spa industry which offers a mix of traditional ayurvedic as well as Chinese, Thai and Swedish healing techniques, is expected to receive a total investment of $35 billion by the hospitality, cosmetics industry and various wellness institutes in the next four years.

"Fifty lakh foreign tourists came to India in 2010 for medical tourism, jobs, sightseeing and business related activities to name a few. Potentially, we are targeting all of them as they form the consumer class. But we can safely say that at least five per cent that is 2.5 lakh would be interested in services like spa and wellness tourism," says Venkat. He adds that in 2010, more than 2000 foreign tourists underwent Birla Kerala Vaidyashala ayurvedic spa services with us," says Venkat.

Alternate therapies become popular
Interestingly, an increasing interest in alternative lifestyles and therapies, fitness, weight-loss treatments, detox diets, mineral and thermal skin treatments and massages, and yoga, have given rise to the concept of medispa or medical spas. They are emerging as a one-stop beauty and health shops for those who want to look younger. There are already three medispas in Delhi. And within the next two years, 20 medispas are set to open all over India, as predicted by spa industry experts.

Sukriti Arora, a housewife who recently met with an accident came back with a broken nose and deformed lips. But instead of treading one hospital to the other, she opted for a medispa instead. She underwent a major facial surgery and all she needed was care to heal. "Before I admitted myself, I made sure they were credible and checked their inner and outer healing model. But mostly, I opted for a medispa because I needed to heal both physically and mentally," says Arora.

Venkat explains the trend, "Wellness tourism entwined with medical treatments make for a wholesome rejuvenating experience. We have many people coming in for treatment packages related to orthopedic, neural and skin diseases." According to the report-Booming Medical Tourism in India by the RNCOS Industry Research Solutions-the Indian spa industry with over 2,300 spas, generates revenues around $400 million annually. Moreover, spas can be found in large and small towns across the country. At present, India has around 20 to 25 major spa centres, most of them spread in the southern states such as Kerala and Karnataka.

Moreover, the hotel industry in India has also been influenced by the growth in the spa industry. Hotel chains are undertaking major renovations to update their spas in order to meet the needs of their customers. These include showers, lockers, hydrotherapy tubs and steam, sauna and multipurpose rooms for massage and facials. As a result India is poised to attract more western tourists.

Related sectors
Adding to the cause is the fact that this industry has given impetus to a glut of markets of light fittings, music equipments, furnishings, furniture, bathing tubs, electrical equipments like steam, cosmetic, fragrances, sanitation and toiletries to name a few. Also, the architects are seeing boom in their creativity like never before.

The career
The spa industry also opens many doors for an established career. It offers a handsome pay to cosmetic surgeons, cosmetologists, dermatologists and various medical technicians. Also, with an increase in the number of spas and medispas the requirement of reiki masters, masseuse and spa therapists is on the rise. One can do a course on spa therapies from Ananda Spa Institute, Hyderabad or various internationally accredited spa treatment courses from the Confederation of International Beauty Therapy and Cosmetology (CIBTAC).

The other option is to become a travel consultant and provide details of the industry in India to offshore wellness tourists. With the arrival of posh spas all over the country, looking young and beautiful is no longer a dream.

Reproduced From India Today. © 2011. LMIL. All rights reserved.